Instagram Torpedoed Its New Feed After the Kardashians Called Them Out—but the Pivot to Video Is Inevitable
Instagram is bowing to Kylie Jenner and scrapping the rollout of its new video-centered feed after the makeup mogul became the face of the short-lived #MakeInstagramInstagramAgain campaign.
Last month, the Meta-owned company started testing out a new version of its app that featured a full-screen feed emphasizing short-form videos on Reels. The redesign also included more recommended posts from random accounts that users weren’t following. In other words, Instagram was trying to be TikTok.
By Thursday, Instagram chief Adam Mosseri had pulled the plug on the whole effort, admitting to the Platformer newsletter that users were “frustrated” and vowing that the company would “take a big step back and regroup.”